:: MARTELL ::

MAKE IT WITH MARTELL

Martell wanted to encourage more people to explore cognac in cocktails. The challenge was making the switch feel easy and intuitive, rather than asking people to learn a whole new way of drinking.

We realised the easiest way to get people to try cognac was to start with something they already knew.

Our idea was: Defy the Classics.

We took classic cocktails and challenged one simple convention: the spirit. By replacing the traditional spirit with Martell, familiar recipes suddenly became an easy invitation to discover cognac.

A Negroni with Martell. A Manhattan with Martell. Classic serves, with the rules challenged.

We turned the idea into a global drinks activation, giving markets an adaptable toolkit to bring ‘Defy the Classics’ to life across bars, events, menus and experiences.